Whether it be for convenience, variety or simply the thrill of receiving a box in the mail, the subscription box category continues to grow exponentially. From $57 million in 2011 to upwards of $10 billion today, brands can successfully leverage partnerships with targeted box partners in an effective marketing strategy to drive brand awareness and trial at fairly low cost.
Subscription Box Programs
Runner’s World Box
Runner’s World magazine was an early entry into the subscription box model, providing Wild Planet with a low cost vehicle to leverage in-book editorial featuring Sockeye Salmon as winner of the annual Runner’s World “Best Foods for Runners” product roundup.
With a highly engaged audience of thousands of runners targeted for the launch of this box program, Wild Planet’s inclusion of full size samples of salmon and an accompanying information card with coupon was an effective, no cost way to place product squarely in the hands of the target audience and drive sales at retail.
Realtor Welcome Home Box
As the pandemic curtailed all in-store sample efforts, a creative pivot was needed to continue the identification of new consumers, encouraging trial and driving brand awareness. Establishing a year long partnership with American Marketing & Fulfillment — a B2B company serving the realtor channel — allowed Wild Planet to reach new consumers right in the kitchens of their new homes.
Delivered by real estate agents upon closing, the new homeowner boxes featured Wild Planet Albacore Tuna as well as other category-leading natural products, effectively stocking a brand new pantry and providing convenient, in-home opportunity for trial. Accompanied by educational literature and coupon, this low-cost effort was designed to reach 150K new households annually.